AMADI, MACAULAY & OGU, IMSUJCS 7(1) 2023 41 – 51

OWERRI RESIDENTS’ PERCEPTION OF TELEVISION MESSAGES ON COVID-19

VACCINATION EXERCISE IN NIGERIA

AMADI, Mercy Agbo1

MACAULAY, Samuel Uche2
OGU, Emmanuel Chukwuemeka3

1,2,3
Department Of Mass Communication
Federal Polytechnic Nekede, Owerri Imo State

Corresponding author: AMADI, Mercy Agbo, messya2017@gmail.com/mamadi@fpno.ed.ng

ABSTRACT
The study examined Owerri residents’ perception of television messages on COVID-19 vaccination
exercise in Nigeria. The study was anchored on cultivation theory. The study adopted the survey research
method; a sample size of 400 was drawn from the population, using Taro-Yemane’s formula for
determining the sample size. Multi-staged sampling technique was used and questionnaire served as
instrument for data collection. Findings revealed that there is a positive perception of television messages
on COVID-19 vaccination exercise among residents of Owerri Metropolis. Also, there is a relationship
between television messages on COVID-19 vaccination exercise and actual uptake of the vaccine by Owerri
Residents. Based on these findings, the researchers recommended the need for the television broadcast
media to air more frequently and consistently COVID-19 vaccination related messages through newscasts,
advertisements, public service announcements and health talk shows.
Keywords: Perception, television messages, COVID-19, vaccination exercise, Nigeria

Introduction
Since the emergence of the COVID-19 virus in the late 2019 in Wuhan China and its spread across the
world in 2020, the global community is yet to be free from the shackles of the virus. According to Reuben
and Samuel (2021), the world has been in turmoil since the corona virus pandemic also known as COVID-
19, which they added has redefined civilisation and social interaction. However, the media have not relaxed
in the area of information dissemination. Various media channels/stations have been deployed in the
campaign against the spread of the virus and the urgent need to be vaccinated to prevent the spread of the
virus.
According to Onwubere and Mohammed (2022), the COVID-19 pandemic heralded an era of
desperate information seeking and use. The mass media tried to meet this need by providing diverse
coverage of stories about this pandemic to the public.

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Owerri Residents’ Perception of Television Messages on Covid-19 Vaccination Exercise in Nigeria.

As explained by Reuben and Samuel (2021) the mass media are necessary tools for human
development and stability. Therefore, it is expected that people’s exposure to broadcast messages on
COVID-19 would serve as part of solutions to the crisis. This is because exposure to broadcast messages is
expected to bring about attitude change or increased publicity and knowledge of the virus. Public
knowledge of the virus is expected to bring about attitude change, while attitude change will lead to
compliance to the COVID-19 preventive measures.
Osakwe (2012) as cited in Reuben and Samuel (2021) explained that television is a powerful
influence on people’s perception. This is so because they believe it draws materials from the society,
package them in the form of programmes and give them back to the same society as culture.
In the same vein, Adegoke (2013, p. 99) describes the electronic media, inclusively television as
“a viable and veritable tool for creation of behavioural patterns, social values and acting as powerful agents
for the transmission of such values related to norms, ethics and cultural heritage, that have both negative
and positive effects on the audience…”
However, considering the swiftness and easy contraction of the virus, vaccines have been
developed to curtail its spread and the media has been used as tool for the vaccination campaign exercise,
just like the media was also massively used during the campaign on safety measures to influence audience
compliance.
In Owerri, the Imo State capital, there currently exist two television stations (Nigerian Television
Authority- Federal owned and Orient TV-State owned), in addition to other cable television channels like
Channels, African Independent Television, Television Continental, Silverbird etc. It has been observed that
at various points in time, these stations transmit messages/information on the COVID-19 pandemic,
especially as it relates to the dangers and safety measures and currently, the need for individuals to get
vaccinated.
It is however worrisome that despite the awareness and obvious dangers of the COVID-19 virus, a
higher percentage of the country’s population seems not to have received their first and second dozes of the
COVID-19 vaccines yet according to reports from major health agencies in the country such as Nigeria
Centre for Disease Control (NCDC) and the National Primary Health Care Development Agency
(NPHCDA). It is on this ground that this study was birthed. To find out Owerri residents’ perception of
television messages on COVID-19 vaccination exercise in Nigeria.
Statement of the problem
The sudden and unpleasant appearance of COVID-19 has posed very serious health, economic and social
challenges to man’s existence and the global community as a whole. The metamorphosing nature of this
virus has forced individuals to sort for ways to eliminating or better still, curtailing the spread of the virus
through health observing rules and development of vaccines, which were all brought to public domain
through the media. However, the issues of misinformation and misleading information from various media
sources have posed as challenge to the effective uptake of vaccines meant for this purpose. Information
indeed is power and the source through which such information emanates from says a lot about the
credibility of such message or information. Although, the Nigerian government has used the
instrumentality of television to bring to awareness the free vaccines available to citizens and the need for
vaccination by all, several reports have shown that a higher percentage of the citizens are yet to be
vaccinated of the virus. The hesitation in receiving the COVID-19 vaccine by Owerri residents, could it be
as a result of their awareness level or the perception they have about the vaccine? It is on this basis that this
research work was conceived; to find out Owerri residents’ perception of television messages on COVID-
19 vaccination exercise in Nigeria.

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Objectives of the Study

Specifically, this study was guided by the following objectives:
1. To ascertain public awareness of the ongoing COVID-19 vaccination exercise

through the television media.

2. To examine Owerri residents’ perception of the COVID-19 vaccination messages they receive
through television.
3. To determine if there is a relationship between television messages on COVID-19 vaccination and
actual uptake of the vaccine by residents of Owerri metropolis.

Hypotheses
H0: There is no relationship between television messages on COVID-19 vaccination and actual uptake of
the vaccine by residents of Owerri metropolis.
H1: There is a relationship between television messages on COVID-19 vaccination and actual uptake of
the vaccine by residents of Owerri metropolis.
Review of Related Literatures
Television and Covid-19 Vaccination Exercise in Nigeria
Television has a very crucial role in building any society. It has changed the world a lot that we cannot lay
aside its presence. In this pandemic time, television can be used as source of information, as media plays a
valuable role in everyone’s life…television has robust power to make how we see the world, as it is also
flexible that it could influence the people in a large extend (Shalvee, 2020).
Gever and Ezeah (2020) assert that the most suitable way to creating awareness and educating the
masses during a pandemic is through coverage. This is implemented through regular reporting of public
health issues, suggesting appropriate health behaviours and recommending policies that will help in
curtailing the spread of a pandemic. Krause et al (2020) confirms that since the beginning of the COVID-
19 pandemic, there has been abundance of information, with nearly every channel covering the latest
development.
Iheanacho et al (2021, p. 82) explains that media campaigns have been employed to influence
several health behaviours among the public. Typical campaigns have placed messages in media that reached
great number of people, most frequently through television or radio. Hornik & Yanovitzky (2003) further
explained that the broadcast media have high tendency to change behaviour of the public either directly or
indirectly concerning particular health behaviour.
In Nigeria, just like the global society, the dangers associated with the uprising of the COVID-19
virus have forced several media campaigns to be launched to help in curtailing the spread of the virus.
According to Olapegba et al (2020) as cited in Iheanacho et al. (2021, p. 83), there were several campaign
launched by civil societies and government agencies among others to awaken the consciousness of people
towards protecting their health. Some of these campaigns were COVID-19 and your health of Groove 98.1
FM Owerri and some other public enlightenment jingles on COVID-9 aired by broadcast stations such as
Channels, TVC, NTA, Imo Broadcasting Corporation (IBC) etc.
Margolis et al. (2019) asserts that traditional media channels are likely adhering to high quality
sources, sharing fact-based information linked to governmental health care, or academic data and reports
and are clearly crucial channels to promote immunisation programmes. Piltch-Loeb et al (2021, p. 11) on

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Owerri Residents’ Perception of Television Messages on Covid-19 Vaccination Exercise in Nigeria.

the other hand agrees that traditional media (like television) should continue to promote vaccination
information to their viewers and readers since Puri et al (2020) believes that the control of COVID-19 is
largely dependent upon its uptake.
However, how information channels are perceived by the public and which channels are used to
receive information about both COVID-19 and the vaccine will determine the likelihood of achieving
satisfactory levels of vaccine uptake. This however is in tandem with Ale (2020) as cited in Asogwa (2021)
who explains that accuracy of information about COVID-19 is an important requirement towards combating
its spread.
Empirical Review
Piltch-Loeb et al. (2021) examined the effects of information channels on COVID-19 vaccination
acceptance. Their findings showed that the majority of respondents are using traditional media to obtain
information on the COVID-19 vaccine in some way (86%) and use of traditional media sources was found
to increase the likelihood of vaccination. In particular, obtaining information from television, both local
and national newspapers increased acceptance of vaccination (regardless of how much the channel is
trusted).
Iheanacho et al. (2021) conducted a study on “Influence of COVID-19 broadcast media campaigns
on the health consciousness of Owerri Residents. The researchers employed the survey research method.
From the population of 555,500 of Owerri Urban residents, 384 sample size was derived using Survey
Monkey online sample size calculator. The multi-staged sampling technique was used and questionnaire
served as instrument for data collection. The analysis of their findings revealed that an average of 85% of
Owerri residents to a large extent is exposed to broadcast media campaigns on COVID-19 as it relates to
their health.
Adedeji-Adenola et al (2022) carried out a survey on “Factors influencing COVID-19 vaccine
uptake among adults in Nigeria. A cross sectional online nationwide study was conducted from April to
June, 2021 among Nigerian adult population using the snowballing method. Descriptive analysis was used
to summarise the data. Univariate and multivariate analysis was used to identify the predicators of COVID-
19 uptake among the respondents. A P Value <0.05 was considered significant. Findings from their study
showed positive population level impact of awareness of COVID-19 vaccination in Nigeria. Findings from
their study further showed the main source of COVID-19 vaccination information were the media
(television, radio and newspaper), health workers and social media platforms. Most of the respondents
showed positive perception towards the effectiveness of the vaccine in preventing COVID-19 disease, but
there were issues as to whether scientists have discovered a safe and effective COVID-19 vaccine or if the
Nigerian government had assured the safety of the vaccine. Almost half of the participants showed fear of
the side effects of the vaccine. The proportion of willingness to get vaccinated in the study was high among
the participants and most of them were health workers.
In a study by Wakefield et al (2014), on how the mass media is utilized in the campaign to change
certain health behaviour, it was revealed that the mass media campaigns can cause positive changes or
prevent negative changes in health related behaviours among people. Also, another study be Olapegba et al
(2020) on COVID-19 knowledge and perceptions in Nigeria, showed that the traditional media
(Television/Radio) are the most common source of health information about COID-19.
Theoretical Framework
This study is anchored on cultivation theory.

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Cultivation theory (or cultivation analysis) suggest that television cultivates in people a sense of reality
which makes people accept what they watch as real. The audio-visual sound effect used as well as the
‘drama of TV programmes make people believe what they watch as real (Akakwandu, 2020).
This theory also posits that television is partially responsible for shaping or “cultivating viewers”
conception of social reality. Notable Scholars associated with the cultivation theory are George Gerbner,
Larry Gross, Michael Morgan, Nancy Signorelli etc. (Konkwo, 2003, p. 180).
The relevance of this theory to this study lies on fact that television is an indispensable tool to
man’s social existence, especially as it relates to information gathering. Considering the objectivity placed
on information dissemination by television media compared to other media, especially social media (where
control is minimal or none at all), people tend to trust information they see and hear on television and accept
it as the social reality. Therefore, the on-going COVID-19 vaccination campaign exercise on television
broadcast media gives viewers the conception of social reality.
Methodology
This study adopted the survey research method. The choice of this design was informed by the fact that
survey allows for the study of people’s opinion on a given issue of public interest (Okalla et al.,2022)
According to Ihejirika & Omego (2013, p. 75) “Survey is one of the most popular methods used today to
gain knowledge of things, people and events in their natural world.” The purpose according to Nwafor et
al. (2013) is usually to describe systematically the facts, qualities or characteristics of a given population,
events or areas of interest concerning the problem under investigation.
Population
The population of this study included all adults (from the ages of 18 and above) who resides in Owerri
Metropolis and are consumers of television media contents. Our choice of adults as the focus population
was informed by the fact that adults constitute the active consumers of television news based
contents/programmes. The total number of such persons according to the United Nations-world population
prospects in Owerri for 2022 is 945,000. Owerri consist of three (3) Local Government Areas; Owerri
Municipal, Owerri North and Owerri West.
Sample Size
Sampling is the selection of some members or elements from the population for actual investigation or
study (Ohaja, 2003). The sample size for this study was 400. This size was arrived at using Taro Yemmane’s
formula for sample size selection.
Sampling Technique
The researchers adopted the multi-staged sampling technique. Firstly, the stratified sampling technique
was used to systematically stratify the study area into the three (3) LGAs that make up Owerri: Owerri
Municipal, Owerri North and Owerri West. Secondly, the researchers used the simple random sampling
without replacement approach to further break the sample into smaller units/areas. We used this technique
to select a random sample from the population. We didn’t want the data for any given item to appear twice
in the sample, so we used simple random without replacement. In other words, once we have selected a
particular city to be included in the sample, it is not returned back to the selection bowl, just so that there
won’t be any chance of selecting that city to be included again; so that others can also have the chance of
being selected. Moreso, the simple random sampling was used to select three areas each from the three
LGAs to represent the entire population. At this stage, each of the stratified areas were split and put in a
bowl. Three cities were randomly selected in each of the strata. Our choice of choosing three cities was to
ensure uniformity for each of the LGAs for the study, considering the fact that the LGAs are three. Below

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Owerri Residents’ Perception of Television Messages on Covid-19 Vaccination Exercise in Nigeria.

were the selected areas: Owerri Municipal: Owerri Municipal city, Ikenebgu, Wetheral/Tetlow; Owerri
North: Amakohia, Egbu, & Orji and Owerri West: Nekede, Umuguma & Ihiagwa. The final stage adopted
purposive sampling to focus on adults who view television and who are knowledgeable of the COVID-19
pandemic and the vaccine exercise. A total of 400 questionnaires were distributed to the respondents with
the help of three research assistants. Data obtained were analysed using simple percentage for the
respondents’ demographic characteristics and responses to research questions. Chi-square was used to test
the hypothesis.
Data Presentation and Analysis
Out of the 400 copies of questionnaire distributed to the respondents, 392, representing 98% were returned
and found usable for the study. 5, representing 1.25% were not considered usable for the study and the
remaining 3, representing 0.75% were not returned. However, the mortality rate of 2% does not affect the
study because it is insignificant, compared with the return rate of 98%, thus the copies were considered
good to represent the population for the study.
Demographic analysis of the data collected showed that 173 (44.1%) were females, while 219
(55.9%) were males. In the age category, 71 (18.1%) were within the age range of 18-24, 77 (19.6%) were
within the age range of 25-30, 80 (20.4%) were within 31-35, 108 (27.6%) were within 36-40 and 56
(14.3%) were within the age range of 41-50 and above.
In the marital status category, 145(37%) indicated single, 202 (51.5%) indicated married, 15(3.8%)
indicated divorced and 30 (7.7%) indicated widowed. For the educational qualification category, 51(13.0%)
obtained WASCE/NECO/GCE, 78 (19.9%) obtained OND/NCE, 123 (31.4%) obtained HND/BSC, 82
(20.9%) obtained MSC/PHD and 58 (14.8%) indicated others.

Table 1: Extent to which the public is aware of the ongoing COVID-19 vaccination campaign exercise
through the television broadcast media?
Response Category Frequency Percentage

Very high extent 121 30.9%

High extent 110 28.1%
Moderate extent 88 22.4%
Low extent 62 15.8%
Very low extent 11 2.8%
TOTAL 392 100%
Source: Field Survey, 2022
The analysis on table 1 above shows that 30.9% of the respondents are to a very high extent aware of the
ongoing COVID-19 vaccination campaign exercise through the television broadcast media. This however
implies that the respondents are very aware of the ongoing COVID-19 vaccination campaign exercise
through the television broadcast media.

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Table 2: Public perception to the COVID-19 vaccination campaign message they receive through the
television broadcast media
Response Category Frequency Percentage

Positively 132 33.7%

Negatively 84 21.4%
Ignore 91 23.2%
Indifferent 85 21.7%

TOTAL 392 100%

Source: Field Survey, 2022
Table 2 analysis shows that 33.7% of the respondents have positive perception to the COVID-19
vaccination campaign message they received through the television broadcast media. The implication is
that information conveyed through the television broadcast media can be trusted to a large degree and this
positive perception can also influence high vaccine uptake.

Table 3: Ascertains if there is a relationship between television broadcast message on COVID-19

vaccination campaign message and actual uptake of the vaccine by residents of Owerri Metropolis.
Response Category Frequency Percentage

Yes 355 90.56%

No 37 9.44%
TOTAL 392 100%
Source: Field , 2022
Analysis on table 3 above reveals 90.56% of the respondents believe that there is a relationship between
television messages on COVID-19 vaccination exercise and actual uptake of the vaccine by residents of
Owerri Metropolis. This implies that the number of vaccinated persons in Owerri Metroplolsi have come
across message on COVID-19 vaccination through the television broadcast media and this message spur
them to get vaccinated or may serve as a motivating source for vaccination by others.

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Owerri Residents’ Perception of Television Messages on Covid-19 Vaccination Exercise in Nigeria.

Test of Hypothesis
Table 4: Contingency table for relationship between television messages on COVID-19 vaccination
exercise and actual uptake of the vaccine by residents of Owerri Metropolis.
Response Male Female Total
fo (fe) fo (fe)
Yes 224 217.3 131 137.7 355
No 16 22.7 21 14.34 37
Total 240 152 392
Figures in brackets are the expected frequencies.
fe =TR×TC
GT

R1 C1 = 240×355
392 =217.3
R1 C2 = 240×37
392 =22.7
R1 C3 = 152×355
392 =137.7
R2 C1 = 152×37
392 =14.34

Table 5: Chi-Square test on hypothesis

Fo Fe fo-fe (fo-fe)2 (fo-fe)2
fe
224 217.3 6.7 44.89 0.2065
16 22.7 -6.7 44.89 1.9775
131 137.7 -6.7 44.89 0.3259
21 14.34 6.66 44.36 3.0934
392 5.6033
Calculated X2 Value =5.6033
Degree of Freedom (df) = (R-1) (C-1). On table 4, there are 2 rows and 2 columns.
Df = (2-1) (2-1)
=1×1=1df
At 0.05 of significance and 1 degree of freedom, the critical value is 3.841.
Test Result
In view of the fact that the calculated Chi-Square value (5.6033) is higher than the Chi-Square table value
(3.841), the research hypothesis was accepted. The import is that there is a relationship between television
messages on COVID-19 vaccination exercise and actual uptake of the vaccine by residents of Owerri
Metropolis. However, responses to the research question revealed that 90.56% of the respondents believe
that there is a relationship between television messages on COVID-19 vaccination exercise and actual
uptake of the vaccine by residents of Owerri Metropolis. The research hypothesis therefore received
statistical support of the data collected as used for the test.

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Discussion of Findings
The study was on Owerri residents’ perception of television messages on COVID-19 vaccination exercise
in Nigeria.
In eliciting the needed response, three research objectives and a hypothesis were formulated.
The first objective was to ascertain public awareness of the ongoing COVID-19 vaccination exercise
through the television media. Findings revealed that a higher percentage of the respondents 121 (30.9%)
indicated a very high level extent awareness of the COVID-19 vaccination exercise through television. This
however implies that the public is very aware of the COVID-19 vaccination exercise through television.
This study supports the assertions by Gever and Ezeah (2020) that the most suitable way to creating
awareness and educating the masses during a pandemic is through coverage. This finding is in line with
that of Iheanacho et al. (2021) that an average of 85% of Owerri residents to a large extent is exposed
(aware) to broadcast media campaigns on COVID-19 as it relates to their health. This however implies that,
the most effective way of creating awareness, especially on health related issues is through the television
media.
Research question two was to examine residents’ perception of the COVID-19 vaccination
messages they receive through television. Findings showed that a higher percentage of the population 132
(33.7%) perceived positively the COVID-19 vaccination campaign messages they receive through the
television media. This implies that there is a positive connection of television messages on COVID-19
vaccination exercise and this positive perception can serve as a spark for the actual uptake of the vaccine,
irrespective of how they see the vaccine. The cultivation theory comes to play here. The cultivation theory
or analysis suggest that television cultivates in people a sense of reality which makes people tend to trust
information they see on television and accept it as the social reality. This also support the findings of
Adedeji-Adenola et al (2022) that the main source of COVID-19 vaccination information were the media
(television, radio and newspaper) and that most of the respondents showed positive perception towards the
effectiveness of the vaccine in preventing COVID-19 disease.
The third objective was to determine if there is a relationship between television messages on
COVID-19 vaccination and actual uptake of the vaccine by residents of Owerri metropolis. Also a
hypothesis was tested to find out if there is a relationship. This finding revealed that there is a relationship
between television messages on COVID-19 vaccination exercise and actual uptake of the vaccine by
Owerri residents. 355 (90.56%) believed there is a relationship between television broadcast campaign
messages on COVID-19 vaccines and actual uptake of the vaccine by Owerri residents, 37 (9.44%) believed
there is no relationship. However, the research hypothesis received statistical support of the data collected
as used for the test, showing that there is a relationship between television messages on COVID-19
vaccination exercise and actual uptake of the vaccine by Owerri residents. This however implies that, the
more people receive information relating to COVID-19 vaccination through television, the more likely they
are to receive the vaccine. This finding is in tandem with that of Piltch-Loeb et al (2021) which showed
that majority of the respondents are using traditional media to obtain information on the COVID-19 vaccine
in some way (86%) and use of traditional media sources was found to increase the likelihood of vaccination.
In particular, obtaining information from television, both local and national newspapers increased
acceptance of vaccination (regardless of how much the channel is trusted).
Conclusion
From the findings of this study, we conclude that the television broadcast media is an indispensable tool in
the COVID-19 vaccination exercise. A higher percentage of the population indicated their awareness of the
COVID-19 vaccination majorly through the television broadcast media and their perception of the messages

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Owerri Residents’ Perception of Television Messages on Covid-19 Vaccination Exercise in Nigeria.

was positively high. Also there is a relationship between television messages on COVID-19 vaccination
and actual uptake of the vaccine by Owerri residents.
Recommendations
The study recommends the following:
1. COVID-19 vaccination messages should be frequently conveyed through newscasts,
advertisements, public service announcement and talk shows as this will constantly serve as
reminder to the public.
2. Management of television media should organize health-based shows or programmes, where health
professionals are invited to talk about the need for all citizens to be vaccinated against the virus and
the need to continue to take precautionary measures against the spread of the virus.
3. Since a higher percentage of respondents have positive perception of television media contents,
therefore, television media professionals should leverage on this and slot at intervals information
on the COVID-19 vaccines at the peak of captivating programmes. This will help sustain and keep
the information fresh on the mind of viewers and hopefully spur them to get vaccinated.

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